Phlex Swim
Phlex Swim Platform
2023 Relaunch • Polar Partnership • Apple Watch
2023 relaunch and pivot—moving away from proprietary hardware to partner with Polar Verity Sense, building the Apple Watch app, adding secondary wrist-worn tracking, and partnering with Arena to launch the Virtual Swim League.
The Challenge
Pivot from expensive hardware manufacturing to a software-first approach while maintaining best-in-class stroke tracking and expanding market reach.
The Approach
Partnered with Polar to leverage Verity Sense as primary tracker, wrote native Apple Watch app for broader accessibility, enhanced algorithm with secondary wrist tracking, and launched Virtual Swim League with Arena partnership.
The Result
Reduced hardware costs while improving tracking accuracy, expanded user base via Apple Watch, and created innovative Virtual Swim League competition format.
Natalie Hinds with Phlex Swim Platform
Arena Virtual Swim League campaign
Deliverables
Credits
Co-Founder & Creative Director
Ryan Rosenbaum
Apple Watch Development
Ryan Rosenbaum
Algorithm Engineering
Phlex Engineering Team
Polar Partnership
Ryan Rosenbaum
Arena Partnership
Ryan Rosenbaum
Featured Athletes
Natalie Hinds, Tom Peribonio, Jon Reiter, Taylor Ditty
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